Management Decision

Antecedents of consumers’ Halal brand purchase intention: an integrated

approach
Afzaal Ali, Guo Xiaoling, Mehkar Sherwani, Adnan Ali,
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Afzaal Ali, Guo Xiaoling, Mehkar Sherwani, Adnan Ali, (2018) "Antecedents of consumers’ Halal
brand purchase intention: an integrated approach", Management Decision, https://doi.org/10.1108/
MD-11-2016-0785
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Halal brand
Antecedents of consumers’ Halal purchase
brand purchase intention: intention

an integrated approach
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Afzaal Ali, Guo Xiaoling and Mehkar Sherwani

Business School, University of International Business and Economics,
Received 7 November 2016
Beijing, China, and Revised 3 March 2017
Adnan Ali 11 July 2017
Accepted 26 August 2017
Xi’an Jiaotong University, Xi’an, China

Abstract
Purpose – The purpose of this paper is to apply the concept of traditional branding constructs – brand
image, brand satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal
brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty. In addition, this study seeks
to elaborate the relationships among brand perceived quality, Halal brand image, Halal brand satisfaction,
and Halal brand trust, Halal brand loyalty and consumer purchase intention.
Design/methodology/approach – A theoretical model with hypothesised relationships is developed and
tested with the help of structural equation modelling procedure in AMOS. This research used the
questionnaire survey method to collect data from 347 consumers in Pakistan who had the experience of
purchasing Halal milk brand.
Findings – The empirical results suggest that perceived brand quality has a significant and positive
influence on the Halal brand image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and
purchase intention. Similarly, the Halal brand image, Halal brand satisfaction, Halal brand trust and Halal
brand loyalty significantly influence consumer Halal brand purchase intention.
Research limitations/implications – The Muslim population is growing in many parts of the world,
including non-Muslim countries. Although this study’s focus is limited to Pakistani Muslims, findings related
to the effects of brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust
and Halal brand loyalty on intentions may not be equally valid for Muslim consumers in others Muslim and
non-Muslim countries and for other types of products.
Practical implications – The findings indicate that ignoring the important quality elements of a brand
could be costly to marketers who failed to realise the importance of traditional brand attributes whilst
embracing Halal brand marketing initiatives. In addition, Halal branding can allow the businesses to access to
new markets, to enjoy more competitive advantages and to increase their profitability by selling at higher
prices with higher profit margins.
Originality/value – Although previous research has explored the relevant issues about brand image, brand
satisfaction, brand trust and brand loyalty, none highlights these traditional constructs to an unexplored field
of Halal products.
Keywords Pakistan, Muslim, Halal brand image, Halal brand loyalty, Halal brand satisfaction,
Halal brand trust
Paper type Research paper

Introduction
These days, Muslim consumers are faced with a broad selection of Halal products
and services. Each product group offers many different local and internationally recognised
brands. These brands (hereinafter referred to as Halal brand) use Halal logos or/and
symbols that provide assurance to the consumers particularly the Muslims that the
ingredients used and the production processes are according to Islamic Shariah (Alam and
Sayuti, 2011; Yunos et al., 2014). Thus, Halal brands comply with Shariah together with
traditional features of a brand and appear to capture their own niches by projecting
themselves as Halal brands (Alam and Sayuti, 2011). Management Decision
On our earth, Islam is the fastest growing religion both in birth and adoption © Emerald Publishing Limited
0025-1747
(Ireland and Rajabzadeh, 2011). The Muslim population is approximately 1.6 billion DOI 10.1108/MD-11-2016-0785
 MD (Ireland and Rajabzadeh, 2011; Pew Research Center, 2009) that is close to a quarter of the
world’s population (Hanzaee and Ramezani, 2011). It is projected that this figure will
increase at an annual rate of approximately 35 per cent in the next 15 years, from 2.1
billion in 2015 to 2.2 billion by 2030 (Temporal, 2011). This is and will lead to a very
sizeable demand for Halal products in Muslims as well as non-Muslims countries. Halal is
a word which is derived from the Arabic language which means lawful, permissible or
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permitted by the Islamic Shariah (Alam and Sayuti, 2011; Lada et al., 2009). It is the dietary
standard as well as the religious obligation for Muslims to consume only food that is Halal
and is prescribed in the Holy Quran. According to this standard, all foods products are
Halal except those that are specifically mentioned as Haram.
Just like Muslims in numbers, the Halal food consumer market is the fastest growing in
the world. According to Halal World Food exhibition (Gulfood), International Halal Market
was estimated to be worth more than US$2.3 trillion in 2012 and expected to increase to
US$10 trillions by 2030 (www.Halalhighlights.com/HH%20Feb14.html). As an example,
fast food chain McDonald has added eight million customers in a year after obtaining a
Halal certification and offering Halal food lines in Singapore (Sabri, 2006). Instead of
significant demand for Halal brands from Muslim consumers in Muslim and non-Muslim
countries, still, the research on the Halal market segment and Halal purchasing is at the
nascent stage. Hence, understanding the consumer intention towards Halal brands is
important for the marketers.
In marketing, academicians and researchers (e.g. Chen and Tseng, 2010; Martensen
et al., 2000; Chen and Chang, 2013; Biedenbach and Marell, 2009; Demirgüneş, 2014;
Matzler et al., 2008) are generally interested in identifying the antecedents of consumers
brand purchase intention as it helps managers in developing suitable strategies for those
brands. Like, previous studies have paid great attention to exploring the relevant issues
of brand perceived quality, image, satisfaction, trust and loyalty to predict purchase
intentions; however, none highlights these traditional constructs to an unexplored field of
Halal products. Therefore, the current research wanted to fill the research gap. This study
aims to apply the concept of traditional branding constructs – brand image, brand
satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal
brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty.
In addition, this study seeks to elaborate the relationships among brand perceived quality,
Halal brand image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and
consumer purchase intention.
In the past, researchers have established the inter-relationships among brand perceived
quality, image, satisfaction, trust and loyalty in traditional food and non-food contexts
(e.g. Chen and Tseng, 2010; Martensen et al., 2000; Chen and Chang, 2013; Biedenbach and
Marell, 2009; Demirgüneş, 2014; Matzler et al., 2008) to predict consumers purchase
intention, none of the researchers have tried to find whether for a Halal brand
these relationship acts in the same way or not. In addition, some studies on consumer
purchase intention and behaviour towards a range of Halal products have been conducted
(e.g. Ahmed et al., 2014; Rahman et al., 2015; Hanzaee and Ramezani, 2011; Ireland and
Rajabzadeh, 2011), however, not many studies (e.g. Awan et al., 2015) have focussed on the
consumers’ responses towards Halal products in the Pakistani context. Furthermore, this is
the first study in the Halal context that explores the inter-relationships of traditional
(such as brand perceived quality) and Halal branding constructs (Halal brand image,
Halal brand satisfaction, Halal brand trust and Halal brand loyalty) to predict Pakistani
consumers’ Halal brand purchase intention.
There are three main reasons why researching Halal food preferences and behaviour is
relevant. First, the majority research works on Halal food have focussed on Muslim and
non-Muslim consumers in non-Muslim countries such as the USA and Western Europe
 (e.g. Bonne et al., 2007; Bonne and Verbeke, 2008; Ahmed, 2008) and China (e.g. Ahmed et al., Halal brand
2014; Ali et al., 2017) rather than few notable researches in Muslim countries (e.g. Ireland and purchase
Rajabzadeh, 2011; Lada et al., 2009; Mukhtar and Butt, 2012). These researches are unclear if intention
it is transferable to Muslim countries or not. To cement this point, Bonne et al. (2007) also
suggest enhancing sample base to increase the generalisability of study findings that
investigated the determinants of Halal meat consumption within a Muslim migration
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population in France. The second reason that attracted researchers is that companies in
non-Muslim countries normally market products that carry a certified Halal label and/or
Halal sign, symbol or logo to target specifically Muslim consumers. Whereas in Muslim
countries, for instance, in Pakistan, companies used to market their products without
carrying Halal labels as it was assumed that Pakistan is a majority Muslim country,
therefore, all available products are Halal. However, now, due to the authenticity factor of
product Halal nature, to attract new customers, to enhance customer trust, to get
differentiation advantage and to generate goodwill among customers, companies in
Pakistan have started using Halal labels on their products. Third, companies which deal
in Halal products can capture huge US$10 trillion expected Halal market share both in
Muslim and non-Muslim countries by 2030. However, the current research suggests that it is
important for businesses to consider the potential Halal market of consumers, and ways to
differentiate products against the competitors. Therefore, it is an important research issue
to integrate the perspectives of both Halal and brand from consumer perspectives.
The current study sheds light on this issue by exploring intentions in terms of Halal
brand factors in Pakistan that is the sixth most populous in the world (Pew Research
Center, 2017), and second among Muslim countries (List of countries, 2017). Hence, the
present research examines the impact of Halal brand perceived quality on the Halal brand
image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and consumers’
purchase intention; and the influence of Halal brand image, Halal brand satisfaction, Halal
brand trust and Halal brand loyalty on consumers purchase intention. At this stage,
investigating consumer decisions towards Halal brands is topical due to two important
reasons: first, given the Halal food market size and its evolution, and second, given the
policy relevance of the issue. The remaining paper is organised as follows. The following
section undertakes a brief review of literature and research hypotheses. The subsequent
sections provide details of data and methodology and present the data analysis and
results. The final section discusses the conclusion and implications, and limitations of the
findings and provides suggestions for future research.

Literature review and hypotheses development

In many societies, including Jewish society, religion influences consumers’ behaviour
(Dindyal, 2003; Pettinger et al., 2004; Pitta et al., 1999). For instance, in the case of Jewish
consumers, the kosher dietary laws determine which food are “fit or proper” for
consumption. Kosher law (halacha) include a number of prohibitions, such as the mixing of
milk and meat, and a ban on pork (Ivry, 2010). According to Blech (2008), kosher
certification ensures that the ingredients and the procedures are in accordance with kosher
law. Fischer (2016) documented the names of big five kosher certifiers that have achieved
global reach within the last two decades, i.e. OK Kosher, Orthodox Union, Chicago
Rabbinical Council, Star K and Kof-K Kosher Supervision. According to Alserhan (2010a),
there were 90,000 kosher products worth nearly US$100 billion compared with just about
1,000 Halal products in the US market.
Moreover, organic food is another example of “credence good” as organic is not a
quality that consumers can verify for themselves without external assurance (Yiridoe
et al., 2005). Organic food is defined by Chen (2009) as “the food that contains fewer
harmful additives and more primary and secondary nutrients than traditional food, and it
 MD should carry no additional risk of food poisoning”. The most important attitudinal choice
factor of organic vs inorganic food is health concerns (Gifford and Bernard, 2006; Hughner
et al., 2007; Padel and Foster, 2005). Paul and Rana (2012) further stated that organic food
is perceived as healthier and safer, and organic practices are perceived to be more
environmentally sound. In the case of Europe, products sold as organic must satisfy the
requirements of the EU regulations on organic production and organic products labelling.
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Furthermore, a specific EU logo has to be displayed on all organic products in Europe

from July 2010 ( Janssen and Hamm, 2012).
Due to rising competition, it is increasingly difficult for businesses to create a differential
advantage in order to attract new customers. Therefore, one of the approaches to achieve
brand differentiation, a perception of improved quality and overall customers support
without major product modification may involve getting a certification of endorsement by
a third party, for instance, an independent agency or association which is well respected
by consumers (Kamins and Marks, 1991). That is to say, to differentiate a Halal brand
from the traditional brand, companies get Halal certifications and then use the specific
label to tell potential customers that their brand encompasses Halal features. Halal as a
product characteristic refers to the nature, origin and the processing method of the food,
which implicates similarities with, for instance, foods produced considering sustainability
issues or organic foods (Bonne and Verbeke, 2008) as well as kosher foods. Consumers
cannot see and validate these characteristics even after experiencing the product, thus
yielding possible quality uncertainty during the (pre-) purchasing stage (Bonne and
Verbeke, 2008). The Halal label just like the green label, kosher label and organic label can
provide confidence to consumers on the Halal aspect of products and services which
they use.

The positive effect of brand perceived quality on Halal brand image

Brand perceived quality represents consumers’ overall judgment on the superiority of a
product (Tsiotsou, 2006; Zeithaml, 1988). One of the important factors that influence
consumers decision making is brand perceived quality (Pappu et al., 2005). It provides them
with a sound reason to prefer one brand over the other (Keller, 1993; Pappu et al., 2005).
Low and Lamb (2000) stated that perceived product/service quality is central to the theory
that strong brands add value to consumers purchase evaluations. Previous empirically
researches have established that brand perceived quality influence consumers’ willingness
to compromise on somewhat higher prices and/or pay a premium price, hence generating
brand equity (Pappu and Quester 2008).
Brand image has been defined as “the reasoned or emotional perceptions consumers
associate to specific brands” (Low and Lamb, 2000, p. 352). Keller (2003) viewed brand
image as the perceptions about a brand held in consumer memory as reflected by the
brand associations. According to Cretu and Brodie (2007), the brand image includes
the symbolic meaning that associate with the brand-specific attributes, and it is defined
as a consumer’s brand mental picture in the mind of the consumer that is linked to
a set of perceptions or an offering (Padgett and Allen, 1997). Moreover, brand image helps
customers to choose a product or service in a situation where it is difficult to differentiate
products or services based on tangible features of quality (Mudambi et al., 1997).
Cretu and Brodie (2007) and Keller (1993) explained that brand image is a set of
perceptions about a brand reflected by brand associations for consumers. As a result,
the brand image covers symbolic benefits, functional benefits and experiential benefits
(Park et al., 1986). Based on the above definitions and explanation, this study proposed
a novel construct, “Halal brand image”, and defined it as “a set of brand perceptions
in the mind of a customer that is linked to Muslims faith and Halal concerns and
Halal commitments”.
 One can find a plethora of empirical research supporting the positive association Halal brand
between the perceived brand quality and its image (e.g. Chen and Tseng, 2010; Jarvinen purchase
and Suomi, 2011; Ming et al., 2011). For example, Jarvinen and Suomi (2011) found that intention
superior brand quality generates excellent reputation and positive brand image.
In addition, several past researchers (e.g. Arslan and Altuna, 2010; Vranesevic and
Seancec, 2003; Wu et al., 2011) argued that a superior quality brand tends to build a
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positive mental image, which, in turn, influences consumer attitude towards the brand,
purchase frequency and brand loyalty. Importantly, to date, no research has been
conducted on the influence of perceived quality of a brand on Halal-specific brand image.
Similar to brand image role for traditional products, brand image of Halal products can
create value for a company as it can make it easier for consumers searching for
Halal product information, and also can help create associations that elicit positive
feelings and attitudes that can spread out to other products of the same brand.
As perceived brand quality signals an organisation’s ability to deliver overall
supremacy and performance with regards to its intended objectives (Aaker and
Jacobson, 2001), it is believable that when an organisation declares to deliver Halal
products, the existing perceptions of quality in consumer mind may positively influence
to enhance the Halal brand image and purchase intention. So, in line with above
discussion, the researchers assume that perceived brand quality may positively influence
to enhance consumers Halal brand image and purchase intention. The following
hypothesis is proposed:
H1. Brand perceived quality has a direct and positive impact on Halal brand image.

The positive effect of brand perceived quality on Halal brand satisfaction

According to Oliver (1997), “satisfaction is the consumer’s fulfilment response. It is a
judgment that a product or service feature, or the product or service itself, provided
(or is providing) a pleasurable level of consumption-related fulfilment, including levels of
under or over fulfilment” (p. 13). Therefore, according to Mai and Ness (1999), satisfaction
is a level of overall contentment or pleasure perceived by a consumer, resulting from the
product or service quality to fulfil the expectations, desires and needs of a consumer.
Hence, the satisfaction is linked to the quality of a product. Kotler and Keller (2008, p. 169)
rightly mentioned that the best quality product leads to more satisfied consumers.
Similarly, Chen and Chang (2013) mentioned that the increase of perceived quality
enhances consumers brand satisfaction along with brand trust. In addition, it is
suggested that quality directs to performance and to end with customer satisfaction.
The idea is that customers’ positive affect towards product or service is likely to
stimulate them to repurchase and recommend that particular brand to others (Zeithaml
et al., 1996).
To be brief, past studies have examined the direct association between perceived quality
and satisfaction, and have reported that perceived quality does have a direct effect on
consumers’ satisfaction (e.g. Kristensen et al., 1999; Llusar et al., 2001, p. 721; Martensen
et al., 2000). However, in the same way, the influence of perceived quality on Halal-specific
brand satisfaction has not been explored. Therefore, based on the above arguments,
this study proposed a novel construct, “Halal brand satisfaction”, and defined it as
“a pleasurable level of consumption-related fulfilment to satisfy a Muslim customer’s Halal
desires, expectations, and needs”. In the Halal context, when an organisation proclaims to
deliver Halal products, the existing quality perceptions in consumer mind may positively
influence to enhance the Halal brand satisfaction. Hence, this study implied the
following hypothesis:
H2. Brand perceived quality has a direct and positive impact on Halal brand satisfaction.
 MD The positive effect of brand perceived quality on Halal brand trust
According to Rousseau et al. (1998), trust is the intention to accept vulnerability based on
positive expectations of the intentions or behaviours of another. Carroll and Ahuvia (2006)
defined trust as the extent to which a consumer believes that his/her confidence in a
certain brand satisfies his/her desire. Trust is a willingness to depend on another party
based on the expectation resulting from the party’s reliability, benevolence and ability
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(Ganesan, 1994). In addition, previous studies (e.g. Blau, 1964; Schurr and Ozanne, 1985)
argued that trust includes three beliefs: integrity, ability and benevolence. Since a
consumer judgment is usually derived from imperfect otherwise asymmetric information,
therefore, consumer’s trust which is regarded as a signal to the consumers may rely
directly on perceived quality of products or brands (Kardes et al., 2004). Qualls and
Rosa (1995) stated that perceived quality is a set of attributes referring to brand or product
quality perception. Hence, it can decrease the costs of managing customers, build up a
positive word-of-mouth effect, increase price premium and enhance purchase quantities
(Sweeney et al., 1999).
Previous researchers have claimed that perceived quality is beneficial to enhance
consumer trust (e.g. Chang and Chen, 2008; Chen and Chang, 2013; McKnight et al., 1998,
2004; Parasuraman et al., 1988; Pavlou and Gefen, 2004). Chen and Chang (2013) also
mentioned that the increase of perceived quality cannot only enhance consumers’
satisfaction but also improve the trust of consumers (Koehn, 2003). In addition, McKnight
et al. (2004) asserted that perceived quality is one of the most significant factors, which
would affect trust. Furthermore, many research scholars (e.g. Chang and Chen, 2008;
McKnight et al., 2002, 2004) believed that if customers perceive that a product or brand is
of high quality, they are likely to have the high trusting belief for the product or
brand. Just like perceived quality, positive relationship with consumers’ trust for
traditional brands, perceived brand quality can also play a significant role to build brand
trust in the context of Halal, though, previous researchers have neglected this important
area despite huge potential of the Halal market. Therefore, in view of Blau’s (1964),
Ganesan’s (1994) and Schurr and Ozanne’s (1985) studies, this study proposed a novel
construct, “Halal brand trust”, and defined it as “a willingness to depend on a product,
service, or brand based on the expectation or belief resulting from its ability, benevolence,
and credibility about its Halal performance”. Hence, when an organisation market
Halal products, the existing quality perceptions in the consumer mind may
positively influence to enhance the Halal brand trust. Consequently, the researchers
hypothesise here that higher the brand perceived quality, greater the consumers trust
on Halal brand:
H3. Brand perceived quality has a direct and positive impact on Halal brand trust.

The positive effect of brand perceived quality on Halal brand loyalty

Brand loyalty is the customer’s level of attachment to a brand (Aaker, 1991). According to
Oliver (1997, p. 392), it is “a deeply held commitment to rebuy or repatronise a preferred
product or service consistently in the future, despite situational influences and marketing
efforts having the potential to cause switching behaviour”. For every organisation,
customer loyalty with its brands is one of the most valuable assets (Han and Terpstra,
1988; Lecterc et al., 1994), and is probably one of the best measures of success. Aaker
(1997) and Reichheld et al. (2000) argued that brand loyalty is a prerequisite for any
organisation’s competitiveness and profitability; therefore, every organisation desires to
have its brands with high customer loyalty. In this context, the development and
maintenance of consumer brand loyalty is placed at the heart of companies’ marketing
plans (Dick and Basu, 1994; Rust et al., 2004), especially in the face of highly fragmented,
 sophisticated and competitive markets with increasing unpredictability and reducing Halal brand
product differentiation (Fournier and Yao, 1997, p. 90; Rust et al., 2004; Sheth and purchase
Parvatiyar, 1995). Second, loyal customers are willing to pay premium prices and are less intention
sensitive to the marketing efforts of competitors, help organisations to increase sales,
profitability and to lower marketing cost (Aaker, 1992; Dick and Basu, 1994; Reichheld
and Sasser, 1990; Reichheld and Teal, 1996). Because of its benefits, many researchers
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have explored brand loyalty (e.g. Biedenbach and Marell, 2009; Caruana and Ewing, 2010;
Gounaris and Stathakopoulos, 2004; Pan and Zinkhan, 2006; Song and Zinkhan, 2003),
focussing primarily on antecedents such as perceived quality (e.g. Biedenbach and
Marell, 2009; Chaudhuri and Holbrook, 2001; Gounaris and Stathakopoulos, 2004; Liang
et al., 2013; Pan and Zinkhan, 2006; Song and Zinkhan, 2003).
Previous studies have examined the direct association between brand perceived quality
and brand loyalty, and have reported that quality does have a direct effect on consumer
loyalty with the brand (e.g. Aaker, 1991; Arora et al., 2009; Ball et al., 2004; Biedenbach and
Marell, 2009; Lai et al., 2009; Liang et al., 2013; Oliver, 1997; Rios and Riquelme, 2008).
Moreover, Arora et al. (2009) suggested that perceived quality can enhance brand loyalty by
increasing customer satisfaction and provide reasons to purchase the product. According to
Boulding, Kalra, Staelin and Zeithaml (1993) and Boulding, Kalra, Staelin, Zeithaml and
Kirmani (1993), perceived quality make up the foundation of overall quality perception of a
customer and is thus a key determinant of purchase, repurchase and switching behaviour.
As such, it has a significant impact on brand loyalty (Ball et al., 2004; Liang et al., 2013).
Similarly, Biedenbach and Marell (2009) also found perceived quality as the main antecedent
of brand loyalty, although the researchers did not notice any study that investigates
this relationship and define brand loyalty in the Halal context. Refer to Aaker (1991) and
Oliver (1997, p. 392), we, therefore, propose and define a novel construct “Halal brand
loyalty” as “a deeply held attachment and commitment to rebuy or repatronise a Halal
brand over non-Halal brand consistently in the future”. In turn, the more the brand
perceived quality, the more the level of Halal brand loyalty. Hence, this study implied
the following hypothesis:
H4. Brand perceived quality has a direct and positive impact on Halal brand loyalty.

The positive effect of brand perceived quality, Halal brand image, Halal brand satisfaction,
Halal brand trust and Halal brand loyalty on purchase intention
A link of perceived brand quality with purchase intention has also been examined.
Researchers have reported that purchase intention is an important consequence of brand
perceived quality (e.g. Boulding et al., 1999; Chaudhuri, 2002; Tsiotsou, 2006; Parasuraman
et al., 1996). Consumers who perceive higher brand quality tend to have more purchase
intention. In addition, previous studies have also examined the direct association between
brand image and consumer purchase intention, and suggested that enhancing the brand
image is beneficial for the increase of consumer brand purchase intention (Del Rio et al.,
2001; Keller, 1993; Lee and Tan, 2003). Similarly, prior researchers have also found the
direct effect of consumer satisfaction on consumer purchase intention (e.g. Ha and
Perks, 2005; Reichheld and Teal, 1996; Zeithaml et al., 1996). Furthermore, the direct
association between brand trust and consumer purchase intention has widely been
explored by the researchers, and reported that brand trust does have a direct effect on
purchase intention of consumer (Chaudhuri and Holbrook, 2001; Esch et al., 2006; Everard
and Galletta, 2006; Kang and Hur, 2012; Rahbar and Wahid, 2011; Sichtmann, 2007).
Finally, many researchers also reported brand loyalty as an important antecedent of
consumer purchase intention (Hennig-Thurau et al., 2002; Mittal et al., 1998). This study
proposed four novels constructs, “Halal brand image”, “Halal brand satisfaction”,
 MD “Halal brand trust” and “Halal brand loyalty” in the prior hypotheses. Therefore, in the
Halal framework, the researchers hypothesise that the higher brand perceived quality,
Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty,
the greater is consumers’ purchase intention:
H5. Brand perceived quality has a direct and positive impact on consumer brand
purchase intention.
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H6. Halal brand image has a direct and positive impact on consumer brand
purchase intention.
H7. Halal brand satisfaction has a direct and positive impact on consumer
brand purchase intention.
H8. Halal brand trust has a direct and positive impact on consumer brand
purchase intention.
H9. Halal brand loyalty has a direct and positive impact on consumer brand
purchase intention.

Methodology
Sampling and data collection
In this study, the unit of analysis is the consumer level. This study applied the
questionnaire survey to verify the hypotheses and research framework. The object of this
research study was Halal milk brand in Pakistan. To achieve high and rapid response rate,
the questionnaire was administered in the groups, as group-administered questionnaires
allow high response and rapid data collection (Evans and Rooney, 2013). The researchers
with the help of their students formed four research teams comprising four members each.
Then, these teams stationed themselves in different colleges, universities and in front of
restaurants, handed out questionnaires and collected completed questionnaires from
respondents who had purchased experience of Halal milk brand and willing to participate
in the study. The recruitment was based on a convenience sampling technique
which includes easy access respondents at different stationed places in two adjacent cities,
i.e. Islamabad and Rawalpindi. In this way, data were collected from professional and
non-professional respondents with the help of self-administered questionnaires. First, the
low participation of females was due to cultural restrictions in approaching them directly.
Second, the high participation of educated respondents was due to high literacy rate in the
selected cities. Out of 450 distributed questionnaires, in total, 363 were returned,
representing 81 per cent response rate. Finally, after removing incomplete responses and
extreme outliers, all 347 responses were considered during analysis. The questionnaire
was divided into two parts. The first part was modified based on previous studies.
In the second part, the researchers asked respondents for demographic information
reported in Table I.

Measurement of variables
The current research referred to previous studies to design questionnaire items in the
Halal brand context. Besides, the researchers adapted already developed, validated items
of scales, and the language of items was, to some extent, customised to make the language
understandable. As the questionnaire was modified, a pilot study was conducted to test
the suitability of the instruments used in this study. A total of 30 questionnaires,
apart from sample size, were collected from target respondents and analysed, to test
respondents’ understanding level with modified questionnaire items, and to secure high
levels of reliability and validity. After the pilot test, 347 professionals, as well as
 Frequency Per cent Frequency Per cent
Halal brand
purchase
Gender Marital status intention
Male 248 71.5 Single 179 51.6
Female 99 28.5 Married 168 48.4
Age Education
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Less than 20 21 6.1 Matriculation 25 7.2

Between 20 and 30 111 32.0 Intermediate 85 24.5
Between 31 and 40 173 49.9 Bachelor/master 182 52.4
Between 41 and 50 42 12.1 MS/MPhil/PhD 42 12.1
Income (in Pakistani rupees) Any other 13 3.7
Less than 25,000 42 12.1 Background
Between 26,000 and 40,000 115 33.1 Non-professional 133 38.3
Between 41,000 and 55,000 112 32.3 Professional 214 61.7 Table I.
Between 56,000 and 70,000 49 14.1 Demographic profile
More than 70,000 29 8.4 of the respondents

non-professionals, agreed to participate and retained. A measure of brand perceived

quality was based on four items adapted from the study of Washburn and Plank (2002).
The measure of Halal brand image consisted of four items, and Halal brand satisfaction
with three items was adapted from previous studies (e.g. Chen, 2010; Kang and
Hur, 2012; Mourad and Ahmed, 2012). In addition, Halal brand trust was measured
with four items (Chaudhuri and Holbrook, 2001; Chen, 2010). Similarly, the current
study measured Halal brand loyalty with four items adapted from the study of Chaudhuri
and Holbrook (2001) and Kang and Hur (2012). Finally, purchase intention was
measured with two items, adapted from Summers et al.’s (2006) study. Moreover,
a five-point Likert scale (1 ¼ strongly disagree, 5 ¼ strongly agree) was used for all the
part-I questions.

Characteristics of the respondents

Table I demonstrates that most respondents (71.5 per cent) are male and non-married
(51.6 per cent). In addition, an overall dominance of “between 31 to 40” age group category
respondents (49.9 per cent) followed by “between 20 to 30” and “between 41 to 50”
age group respondents, respectively. In addition, the majority of the respondents
(52.4 per cent) had done or was doing bachelor/master degrees. Out of the total, 33.1 per cent
respondents are in “between 26,000 to 40,000 PRs” income group followed by “between
41,000 to 55,000 PRs” income group. Finally, the majority of them (61.7 per cent) were
professionals.

Tools for analysis

This study applies AMOS version 18 to obtain the empirical results. Further, the
researchers adopted a two-stage approach proposed by Anderson and Gerbing (1988) to
structural equation modelling (SEM) to test the research framework and hypotheses.
This is the most appropriate and widely used technique for complex model testing with
scores of constructs, for instance, in the present study (Nunkoo et al., 2013). For the first
stage, the researchers analysed the measurement model for adequacy and then used
confirmatory factor analysis (CFA) to assess reliability and validity of the measurement
model. In a second step, this study utilised SEM to test the hypothesised causal
relationships which exist among the constructs.
 MD Data analysis and results
Results of CFA
A CFA procedure reveals that the six factors measurement model elicit acceptable fit
( χ² (180) ¼ 377.864, p o 0.000, c²/df ratio ¼ 2.099, GFI ¼ 0.896, AGFI ¼ 0.867,
RMSEA ¼ 0.056, PCLOSE ¼ 0.093, NFI ¼ 0.635 and CFI ¼ 0.76. Table II presents
standardised item factor loadings, Cronbach’s α (CA) values, average variance extracted
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(AVE) scores and composite reliability (CR) estimates for the constructs in the estimation
sample. The results in Table II indicated that all factor loadings were above the
recommended level of 0.6 (ranging from 0.72 to 0.99) and statistically significant as

Components
1 2 3 4 5 6 CA AVE CR

Brand perceived quality 0.87 0.67 0.89

My current Halal milk brand is of very good quality 0.87 – – – – –
My current Halal milk brand is of consistent quality 0.83 – – – – –
My current Halal milk brand is very reliable 0.84 – – – – –
My current Halal milk brand features are excellent 0.72 – – – – –
Halal brand image 0.91 0.73 0.91
My current Halal milk brand is the best benchmark
of Halal commitments – 0.82 – – – –
My current Halal milk brand is well reputed among
Halal milk brands – 0.88 – – – –
My current Halal milk brand addresses all my
Halal concerns – 0.87 – – – –
My current Halal milk brand is trustworthy about
Halal promises – 0.84 – – – –
Halal brand satisfaction 0.90 0.74 0.90
I am happy about the decision to choose my current
Halal milk brand because of its Halal commitments – – 0.72 – – –
I believe that my current Halal milk brand is a right
thing to purchase because of its Halal assurance – – 0.85 – – –
Overall, I am satisfied with my current Halal milk
brand because of my Halal concerns – – 0.99 – – –
Halal brand trust 0.89 0.65 0.88
I trust my current Halal milk brand – – – 0.75 – –
I rely on my current Halal milk brand – – – 0.82 – –
My current Halal milk brand is an honest brand – – – 0.80 – –
My current Halal milk brand is safe – – – 0.86 – –
Halal brand loyalty 0.87 0.67 0.89
I prefer my current Halal milk brand to other
Halal milk brands – – – – 0.82 –
I intend to buy a product (like yogurt) of my current
Halal milk brand in my next purchase – – –- – 0.84 –
I recommend my current Halal milk brand to others
(e.g. friends, family) – – – – 0.85 –
I intend to pay even more money for my current Halal
milk brand than for other Halal milk brands – – – – 0.77 –
Brand purchase intention 0.86 0.77 0.87
I will also buy my current Halal milk brand in
the near future – – – – – 0.99
Table II.
Reliability and Whenever I intend to buy milk, probably I will purchase
validity estimates in my current Halal milk brand – – – – – 0.75
the estimation and Notes: BPQ, brand perceived quality; HBI, Halal brand image; HBS, Halal brand satisfaction;
holdout samples HBT, Halal brand trust; HBL, Halal brand loyalty; BPI, brand purchase intention
 suggested by Chin et al. (1997). All CA values are above the threshold level of 0.70 Halal brand
(ranging from 0.86 to 0.91) (Hair et al., 1998), therefore demonstrating the adequate internal purchase
consistency among items. Moreover, all CR estimates exceed the recommended level of intention
0.6 (ranging from 0.87 to 0.91) (Bagozzi and Yi, 1988) that exhibit construct reliability.
Convergent validity is demonstrated as all factor loadings are highly significant and load
strongly on expected constructs, and AVE score for each construct is greater than 0.50 (Fornell
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and Larcker, 1981). Furthermore, the square root of AVE for all constructs (see Table III) is
greater than the standardised correlation of those constructs, implying the presence of
discriminant validity (Fornell and Larcker, 1981). For example, the correlation between brand
perceived quality and the Halal brand image is 0.288, and the square root of the AVEs of brand
perceived quality and Halal brand image are 0.45 and 0.53, respectively; both AVEs were above
the correlation between them implying the presence of discriminant validity (Chin et al., 1997).
Moreover, the means, standard deviations and correlation matrix are shown in Table III.
There are positive correlations among perceived brand quality, Halal brand image, Halal brand
satisfaction, Halal brand trust, Halal brand loyalty and purchase intention (see Table III).

Results of SEM
Table IV exhibits hypothesised paths directions, standardised β coefficients ( β), critical
ratios (CR) and significance levels. The parameters for proposed relationships in Figure 1
and individual hypotheses are examined next. Overall, all the proposed hypotheses were
statistically supported at the α level of 0.05.
A significant positive influence of brand perceived quality was reported on the Halal
brand image ( β ¼ 0.54; CR ¼ 6.71, p o0.05), Halal brand satisfaction ( β ¼ 0.37; CR ¼ 5.64,
p o0.05), Halal brand trust ( β ¼ 0.48; CR ¼ 6.71, p o0.05) and Halal brand loyalty ( β ¼ 0.44;
CR ¼ 6.03, p o0.05) which supported H1-H4. In other words, this indicates when a customer
perceives that a Halal milk brand quality is superior, brand Halal image, his or her

Mean SD BPQ HBI HBS HBT HBL BPI

BPQ 4.36 0.425 1 – – – – –

HBI 4.45 0.482 0.288** (0.45,0.53) 1 – – –
HBS 4.43 0.468 0.240** (0.45,0.55) 0.369** (0.53,0.55) 1 – – –
HBT 4.54 0.441 0.313** (0.45,0.42) 0.199** (0.53,0.42) 0.244** (0.55,0.42) 1 – –
HBL 4.52 0.438 0.322** (0.45,0.45) 0.357** (0.53,0.45) 0.152** (0.55,0.45) 0.296** (0.42,0.45) 1 – Table III.
BPI 4.51 0.468 0.380** (0.45,0.59) 0.392** (0.53,0.59) 0.373** (0.55,0.59) 0.395** (0.42,0.59) 0.340** (0.45,0.59) 1 Correlation between
Notes: Values in bracket indicate square root of the AVEs of respective constructs, with upper values indicating the the constructs and
correlations. Significance at *p o 0.05 and **p o 0.01 levels descriptive statistics

Hypothesised path Estimate CR p Result

H1: HBI ← HBPQ 0.54 6.71 *** Supported

H2: HBS ← HBPQ 0.37 5.64 *** Supported
H3: HBL ← HBPQ 0.48 6.71 *** Supported
H4: HBT ← HBPQ 0.44 6.03 *** Supported
H5: BPI ← HBPQ 0.30 2.52 0.012 Supported
H6: BPI ← HBT 0.19 2.67 0.008 Supported
H7: BPI ← HBS 0.20 2.50 0.013 Supported
H8: BPI ← HBI 0.21 2.45 0.014 Supported Table IV.
H9: BPI ← HBL 0.17 2.25 0.025 Supported Results of the
Note: ***p o0.001 structural model
 MD e5 e6 e7 e8

0.67 0.77 0.75 0.70

HBI1 HBI2 HBI3 HBI4
0.82 0.88 0.87 0.84

e24
Halal
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e9
brand HBS1
0.27
image 0.53
0.73 e10
0.18 HBS2
e26 0.72
0.85 e11
HBS3
0.99
0.99
0.17 Halal
0.52 brand
e4 0.15
BPQ1 satisfaction
0.41
0.76 0.87 BPI1 e20
e3 BPQ2 Brand
0.83
Brand 0.99 0.98
0.68 purchase
e2 BPQ3 perceived BPI2 e21
0.25 intention 0.75
0.84 quality 0.16 0.57
0.71
e1 BPQ4 0.42
0.72 Halal
0.52 0.47 brand 0.37
HBT1
trust e22
e15 0.75
0.57 0.17
HBT2 0.82
e14 e25
0.66
HBT3 0.80 0.14
e13 0.63 Halal
HBT4 0.86
e12 brand
0.74 loyalty e23
0.22

0.82 0.84 0.85 0.77

HBL1 HBL2 HBL3 HBL4
0.67 0.70 0.73 0.59
Figure 1.
The structural model
e19 e18 e17 e16

satisfaction, trust and loyalty of the Halal milk brand increases. Moreover, when compared
to the brand perceived quality-Halal brand satisfaction path, brand perceived quality-Halal
brand trust path and brand perceived quality-Halal brand loyalty path, brand perceived
quality-Halal brand image path has the greater coefficient, which suggests that brand
perceived quality plays the more important role in forming Halal image of a brand.
Similarly, brand perceived quality ( β ¼ 0.30; CR ¼ 2.52, p o0.05), Halal brand image
( β ¼ 0.19; CR ¼ 2.67, po 0.05), Halal brand satisfaction ( β ¼ 0.20; CR ¼ 2.50, p o0.05), Halal
brand trust ( β ¼ 0.21; CR ¼ 2.45, p o0.05) and Halal brand loyalty ( β ¼ 0.17; CR ¼ 2.25,
p o0.05) also had a significant positive influence on the intention to purchase the Halal
brands that supported H5-H9. From the results, positive Halal brand image, and high
consumer satisfaction, trust and loyalty are understood to be significantly important in
determining customer purchase intention for Halal milk brand. When compared to the Halal
brand image-purchase intention path, Halal brand satisfaction-purchase intention path,
Halal brand trust-purchase intention path and Halal brand loyalty-purchase intention
path, brand perceived quality-purchase intention path has the greater coefficient, which
suggests that quality of a brand plays the more important role in increasing consumer
purchase intention for Halal brand.
Moreover, the researchers also test indirect effects to further examine the relationships in
the proposed model. The bootstrapping technique for bootstrap samples of 2,000 with
95 per cent bias-corrected confidence intervals was used to analyse the direct and indirect
effects amongst constructs. This technique is very popular among researchers and
considered to be very useful for relatively small sample size (Zhang and Wang, 2008).
 As shown in Table V, the results of mediation test confirm that Halal brand image, Halal Halal brand
brand satisfaction, Halal brand trust and Halal brand loyalty partially mediated the purchase
relationship between brand perceived quality and brand purchase intention. This suggest intention
that brand perceived quality can be viewed as a direct predictor of purchase intention and,
at the same time, may function as an indirect predictor of purchase intention via Halal brand
image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty.
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Mediations Mediations
Mediations paths
tested results

Brand Partial
perceived Brand 0.25** Brand
mediation
quality → halal perceived purchase
brand quality intention

Image → brand 0.52** 0.18**

Halal
purchase
brand
intention
image

Brand Partial
Brand 0.25** Brand
perceived mediation
perceived purchase
quality→ halal
quality intention
brand

Satisfaction → 0.41** 0.15**

Halal
brand
brand
purchase
satisfaction
intention

Brand Partial
Brand 0.25** Brand
perceived mediation
perceived purchase
quality→ halal quality intention
brand

Trust → brand 0.42** 0.16**

purchase Halal
intention brand trust

Brand partial
Brand Brand
perceived 0.25** mediation
perceived purchase
quality→ halal quality intention
brand

Loyalty → 0.47** 0.14**

Halal
brand
brand
purchase
loyalty
intention
Table V.
Results of
Note: **p< 0.01 mediation tests
 MD Conclusion and implications
Though previous studies widely discussed branding issues, there has been no study
exploring the concept of Halal products in the branding literature. Therefore, the current
research applied the concept of traditional branding constructs – brand image, brand
satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal
brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty.
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Moreover, a research framework was developed to elaborate the relationships among

brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand
trust, Halal brand loyalty and consumer purchase intention. In addition, this study is the
first that developed an integrated model to investigate the relationship between
traditional and Halal branding constructs. Finally, this study summarises the literature on
Muslim consumers, their food concept, Halal food market segment and branding
management into a new managerial framework.
The empirical results suggest that perceived brand quality has a significant and positive
influence on the Halal brand image (H1), Halal brand satisfaction (H2), Halal brand trust
(H3), Halal brand loyalty (H4) and purchase intention (H5). Similarly, the Halal brand image
(H6), Halal brand satisfaction (H7), Halal brand trust (H8) and Halal brand loyalty (H9)
significantly influence consumer Halal brand purchase intention. All the proposed
hypotheses are supported in this research. However, the results indicate that it is extremely
important for the companies to ensure that along with Halal attributes, the functional
performance of their products is very important to enhance the Halal brand image, Halal
brand satisfaction, Halal brand trust, Halal brand loyalty and to attract Halal conscious
customers. Similarly, a positive Halal brand image and increase in consumers’ Halal brand
satisfaction, trust and loyalty play an important role to influence their purchase intentions.
From another perspective, when the traditional product attributes of the Halal brand are on
par with competing brands, the Halal attributes will act to serve as the source of additional
value that could generate consumer preference towards such brands. One can infer that the
results confirm the traditional thinking even in Halal products that without the provision of
core functional quality, as well as strong Halal brand image, high Halal brand satisfaction,
trust and loyalty any organisational effort to successfully attract Halal conscious customers
with Halal product attributes will face difficulties.
The findings have significant implications which may help the marketers to develop
suitable strategies for Halal brands and its purchasing. With the rise of Muslim population
and Halal products demand in Muslim and non-Muslim countries, Halal product branding is
one of the expected trends for businesses in Muslim and non-Muslim countries, and its
concept has been widely accepted and applied in recent years. Because the Halal concerns
have increased Muslim consumers’ desire for Halal brands, consumers are more willing to
purchase products which are Halal and also offer traditional brand features. This indicates
that ignoring the important quality elements of a brand could be costly to marketers who
failed to realise the importance of traditional brand attributes whilst embracing Halal brand
marketing initiatives. In addition, Halal branding can allow the businesses to access to new
markets, to enjoy more competitive advantages and to increase their profitability by selling
at higher prices with higher profit margins.
Moreover, high brand quality cannot only raise Halal brand image, satisfaction, trust and
loyalty but also enhance consumers’ Halal brand purchase intention directly and indirectly.
If companies want to improve consumers purchase intentions of their brands, they should
implant the notions of Halal brand perceived quality, image, satisfaction, trust and loyalty
into their business models. In addition, as high brand quality seems to play an important
role in consumer purchase intentions, thus marketing communication strategies
(advertising messages and promotional activities) should be designed so that they
emphasise product traditional as well as Halal attributes which can enhance consumers’
 perceived brand quality. In addition, managers can use Halal brand quality, image, Halal brand
satisfaction, trust and loyalty for segmentation purposes to identify homogeneous purchase
consumers groups, target the most profitable segments and implement effective marketing intention
communication strategies.
Similarly, the researchers observed that, normally, companies in Pakistan do not use
Halal label on their products might be because Pakistan is a majority Muslim country.
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However, this would be a blessing in disguise for companies that use and promote Halal
labels in a way that trustfulness of Halal labels can exert a significant influence on
Halal purchase behaviour of consumers. As the Halal product nature is beyond doubt,
therefore, Halal certification not only clears consumers’ doubts about nature of product but
also authenticates producer’s claim. Unfortunately, in many Muslim countries, including
Pakistan, there is no policy and regulatory authority regarding Halal labels. Therefore, the
government should devise a policy regarding Halal-labels implementation and then keep a
check to ensure the credibility and trustworthiness of messages carried in Halal labels.
Besides, government can raise campaigns to promote public awareness of Halal labels as
with the increased awareness on Halal labels, it would help companies in promoting
Halal-labels brand consumption among consumers.

Limitations and scope for future research

The Muslim population is growing in many parts of the world, including non-Muslim
countries. Although this study’s focus is limited to Pakistani Muslims, findings related to
the effects of Halal brand perceived quality, image, satisfaction, trust and loyalty on
intentions may not be equally valid for Muslim consumers in others Muslims and
non-Muslim countries and for other types of products (e.g. products like cosmetics,
pharmaceuticals and toiletries, and services like insurance, banking and travel and leisure).
Moreover, this study concentrates on a single product (milk) in one product category,
so future researches may consider more than one product in multiple product categories,
i.e. convenience, shopping, speciality and unsought product, and compare with this study to
support the generalisability of results.
This study considered the impact of five antecedents on consumers’ Halal brand
purchase intention. There may be others that should be considered in the future researches,
for instance, religious self-identity, moral obligation and availability. In addition, the
researchers only measured purchase intention, not actual behaviour. Thus, researchers in
future may report the actual behaviour that will help to link the relationship between
intention and actual purchase behaviour. Finally, the researchers used a questionnaire
survey to verify the hypotheses, thus only providing cross-sectional data. To observe, if any,
dynamic change in consumer’s behaviours over time, future studies may set forth towards
the longitudinal study.

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Further reading
Delener, N. (1994), “Religious contrasts in consumer decision behaviour patterns: their dimensions and
marketing implications”, European Journal of Marketing, Vol. 28 No. 5, pp. 36-53.
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Corresponding author
Afzaal Ali can be contacted at: afzaal_ciit@yahoo.com

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